Starbucks 'Comfort Index' Beats Petting a Pony in Social Experiment with Energy BBDO

Coffee giant Starbucks has unveiled a widely inventive social experiment that aims to put its Frappuccino to the test, pitting the comfort it brings against petting a pony, among other things. 

Made together with creative agency Energy BBDO and production specialist Direct Focus Inc., the initiative aims to see how Starbucks' famous drink fares against other sources of comfort, which also include popping bubble wraps and hugging a loved one.

In "The Comfort Index," each of the three participants was handed a headset to measure their brain activity as it relates to excitement, relaxation, and focus.

Starbucks then turned these brainwaves into comfort index profiles to find out which activity gave them the most comfort. 

The latest efforts from the brand and agencies were sparked by the insight that almost a quarter of American adults find their stress to be overwhelming. 

And as times change, so does the definition of comfort and self-care, which can be found in small, mood-boosting treats — much like a Starbucks Frappucino. 

The latest efforts from the coffee chain show that its offerings, more than just being delicious, can also be a bottle of comfort to its customers. 

Knowing this, it builds emotional connection and brand awareness with audiences who are both familiar and new to its Frappuccino products. 

Happy to be Second Place

The nearly 90-second advert introduces us to three participants taking part in "The Comfort Index" experiment. Here, they put on wired headsets as they are offered a bottle of the world-famous Frappuccino. 

"Who doesn't want a little more comfort these days? Many say they find it in a Starbucks Frappuccino drink," the narrator shares, as comments from social media comments praising the drink pop up on the screen. 

The data scientist then explains how the experiment works, with the EEG headsets to measure brain activity and see which activities reign superior in bringing comfort to them.

In the first trial, a woman pets a pony, only to find that Starbucks' Frappuccino is more comforting than the activity. 

Following this, another participant jumps into a room covered in bubble wrap. While it is a highly comforting activity, the famed drink still came out on top. 

However, when it got to the last activity of receiving a hug from a loved one, the Frappuccino lagged slightly behind. 

"Can't win them all," the narrator quips. 

"Nothing beats a hug, but we'll happily take second," she adds as the spot ends. 

Meanwhile, AMV BBDO brought back VOXI Mobile's talking brains for the brand's latest campaign promoting its Unlimited Social Media offering.

Editing by Katherine 'Makkie' Maclang